Tata Capital, the financial services arm of the Tata Group, has launched its mass media brand campaign with the message ‘Taal-matol ko choddo, Tata Capital se rishta jodo’. Conceptualised by Cartwheel, Tata Capital’s creative agency, the campaign consists of three TV commercials that focus on Tata Capital’s key retail loan offerings — personal, home and business loans.
The message of the campaign is derived from the insight that procrastination is a typical human behaviour until a trigger point is encountered. At that trigger, the aim is to build an association with Tata Capital as the solution provider.
The three TVCs, one for each product, showcase this insight with scenes from everyday life. In the home loan TVC, a couple is not allowed to put nails on the wall by the owner. Fed up with this, the couple decides to take home loan and buy their own house. The business loan TVC features a businessman who stalls all his investment plans until he decides to take loan. In the personal loan one, a retired couple argues over their long planned holiday. The campaign emphasises how customers can avail easy, simple and quick loans from Tata Capital.
Abonty Banerjee, Chief Marketing and Digital Officer, Tata Capital, said, “Our objective is to become a brand of choice among retail loan audiences and the campaign is a step in that direction. The messages of the campaign ‘Taal-matol ko choddo’ are all drawn from everyday life with a humorous take and we are confident that consumers will relate strongly with these messages. We believe that the campaign will significantly increase brand awareness and trigger purchase of our key retail loan products — home, personal and small business loans from Tata Capital.”
D Ramakrishna, Founder and Creative Head, Cartwheel, said, "It is human nature to put things off till something happens that tips the balance — whether it's buying a home, taking a much-needed vacation or expanding one's business. This campaign is built around this insight. It urges people to stop putting things off and to do that thing they've been wanting to, by showcasing quick loans from Tata Capital.”
The campaign will run across TV — Hindi GECs, movies, news and regional networks, OOH and social media with a focus on the metros and key regional markets.
Client: Tata Capital
Agency: Cartwheel Creative Consultancy Private Limited
Founder and Creative Head: D Ramakrishna
Production House: Ubik Film Private Limited
Director: Surjo Deb
DOP: Andre Menezes